Living in the shadow of big brother

"People often think that, but I'm not," says James, 22. "I love farming though. I worked on farms from the age of eight and spent two years at agricultural college."

He's the son of Matthew Ingle, the boss of Galiform, the parent company of Howdens, who knows more about kitchens and the cut and thrust of the boardroom than he does about cows and sheep.

But James was encouraged to follow his heart into the outdoors, starting when he was 12 with a few hens. He now has 60 chickens at his parents' home in the Dales and they lay for James's shop with back-up from Wormalds, a local free-range supplier. The "home-reared" eggs are a favourite with customers, who swear they taste better than those from the supermarket just down the road in Skipton.

James's shop in Carleton-in-Craven is almost in the shadow of the mighty Tesco. "In some ways they're competition, especially with their prices, but they can't compete on the quality and personal service I offer.

"I'm finding that people like to know where their food has come from.

"If you asked someone in a supermarket they wouldn't have a clue. They'd have to look at the back of the packet," says James, who opened almost a year ago after buying the single-storey property from a local farmer who ran it as a butcher's.

He can tell customers exactly where everything is from and he packs it all up for them in old-fashioned, eco-friendly brown paper carrier bags. The meat comes from Bolton Abbey and is his best seller. The bread is from nearby Walkers Bakery, the milk from the Greenbank Dairy in Bradley and the pork pies from Weatherheads in Pateley Bridge. The fruit and veg is from wholesalers Wellocks, who like to source locally where possible.

Knowing what to stock, how to present it and when to open has been challenging. "I saw an opening for quality and that's what I concentrate on. The quality has to be right. One of the most exciting things is finding new products," says James.

"I've found people like the meat, especially mince, diced beef and sausages. I tried stocking game but there was too much waste so now I just do that to order. I also do some dried goods like flour and sugar and that's fine as they have a long shelf life.

"I did think of stocking basics like toilet roll and pegs but decided that I would be going down the corner shop route which would be confusing."

Threequarters of customers are from the village, which is three miles from Skipton town centre and is bigger than it looks with about 1,000 residents, a primary school, post office, pub and newsagent. Some come every day for a pint of milk and a loaf, while others arrive once a month for a bulk order of meat for the freezer.

To keep them coming he is trying innovations with the help of his aunt Caroline Gaines.

Using skills he learned at the Ballymaloe cookery school in Ireland, keen cook James makes soup and pasties.

"It works well because if I have mushrooms that I know I won't sell enough of by their sell by date, I'll make mushroom soup, so it uses stock that might otherwise be wasted," he says. His latest idea is home-made "ready meals" such as shepherd's pie, lasagne and Thai green curry, on sale from Wednesday to Saturday, when people have used up their weekend leftovers. It's proving popular, but the key ingredient for repeat trade is James himself. He is hard working, collecting produce from 6am then serving from 8.30am till 5.30pm Monday to Friday and on Saturday mornings.

He is also very likeable, naturally friendly and looks the part. His people skills were honed by a spell at Howdens, where he worked first in the warehouse in Keighley then in kitchen sales. "I wasn't cut out for kitchens, though I loved meeting people when I was selling. Being the boss's son has disadvantages. All your colleagues feel they have to be nice to you because of who you are and I didn't like that.

"I always fancied running my own business. When I saw this shop for sale I thought I would give it a go. I enjoy it. I like hearing all the village chat, even though sometimes I think I should have Samaritans written above the door," says James, who is cagey about whether he is breaking even.

"We're doing all right considering that we set up in a recession and Tesco is just down the road. I try not to worry about them though. They are what they are and that is very different to what I am.

"I don't mind that my customers go there. I pop in myself occasionally, so does everyone and whoever says they don't is a liar."

James Ingle Farm Shop, selling seasonal produce from the Vales and Dales is in Carleton-in-Craven.